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One Versus One

In: Business and Management

Submitted By karansarna
Words 1943
Pages 8
these sub-brands are endorsed by the parent and yet maintain their own distinguished persona and value proposition in the consumer’s mind. A complete break away from the parent that is the creation of an individual brand would not be possible for Marriott in this case. Primarily because here the consumer is looking for her needs to be met within the universe of Marriott-backed service guarantee. The “endorsement” is necessary. In effect, branding strategies must be guided by, as well as geared towards, achieving a larger goal. Let us consider the examples of telecommunications player Tata DoCoMo and two-wheeler major Bajaj Auto, two brands that have chosen to take completely opposite routes around the same time to illustrate the dos and don’ts of the branding journey. And yet, each has valuable lessons in store for future managers.

One versus many
The Strategist looks at the recent experiences of TataDoCoMo and Bajaj Auto to check if the textbook assumptions about umbrella versus multiple branding stand true on the ground
MASOOM GUPTE he standard view of business growth is that growth is always good, bigger is always better and that companies must grow or die. While every company aspires to grow its business, an expanding business brings with it a host of new risks: too many people, too many locations, too many products and at times, too many brands

T

to contend with. At least for marketing managers the choice is clear: they have to decide whether they prefer the simplicity of unified or umbrella branding or the frenetic juggling of a multi brand portfolio. The choice appears simple but it is not one that can be settled by the flip of a coin, or the roll of a dice. In The New Strategic Brand Management, author Jean-Noel

Kapferer writes that the decision regarding the number of brands to be retained is closely linked to an analysis of the brand’s

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